Marketing in Travel & Tourism Assignment

   

Added on  2019-12-03

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MARKETING INTRAVEL ANDTOURISM
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Core concepts of marketing for travel and tourism sector...............................................11.2 Marketing Environment of Edinburgh.............................................................................21.3 Factors affecting consumer motivation and demand for Edinburgh destination..............41.4 Principles of market segmentation...................................................................................4TASK 2............................................................................................................................................52.1 Importance of the strategic marketing planning...............................................................52.2 Relevance of marketing research and information...........................................................62.3 Assessing positive and negative influence of marketing..................................................6TASK 3............................................................................................................................................73.1 Elements of marketing mix..............................................................................................73.2 Importance of service sector mix elements......................................................................83.3 Concept of total tourism product......................................................................................84.1 Role of promotional mix..................................................................................................94.2 Integrated Promotional Campaign....................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11
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INTRODUCTIONMarketing is anticipating and identifying needs and wants of target market of customersto earn more of the revenue and goodwill. In the same context, travel and tourism market mustconsider their customers demand by anticipating and identifying their needs in a significantmanner (Burgemeister, 2003). For studying this concept, the organization is based on differentscenarios where company has to promote a specific destination with varied marketing researchand concepts. Further, this present study is based on understanding core concepts of marketingfor travel and tourism sector. This report also focuses on factors which affects the consumermotivation and demand in travel and tourism sector. Moreover, present report also showcases theimportance of service sector mix elements. TASK 11.1 Core concepts of marketing for travel and tourism sector Trainee of a Destination Marketing Consulting Company got an opportunity to promotetourist destination place Edinburgh. Edinburgh is capital city of Scotland and it is considered as aseventh most populated city in UK. Mentioned company to promote their destination mustconsider following points which plays a crucial role in concept of marketing:Customer needs:Travel and tourism sector have their own significance as mentioned companyhas to design attractive tour packages by considering needs and demands of their potentialcustomer (Madsen and Pedersen, 2013). Organization is focusing this time to promote Edinburghcity which is a capital of Scotland. City is situated on Central belt and it is built on hills. Client’smajor demand is that they get best of service from the travel agency at an affordable amount.Product and service markets:Service market comprises of what Destination MarketingConsulting Company is giving to their customers. Being a travel industry, organization has to doresearch before imposing tour packages to their clients. If package is not attractive then client’sresponse will be quite low and cited company will not be able to recover amount as well as theprofit.Customer’s satisfaction and retention-Existing touring company focuses on satisfaction ofclients. Organization comes up with tour packages twice or thrice in a year and they are able toattract maximum number of travelers because the destination which they decide is new and1
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customers shows their keen interest in traveling (Tsai, 2009). Loyal customer comes again andagain whenever they develop tour packages.Relationship marketing-This plays a significant role as organization focus on developing astrong interpersonal relationship with their travelers. This relation helps the organization todevelop strong customer base which will increase organization profit and revenue in comingtime period.1.2 Marketing Environment of Edinburgh Marketing environment of Edinburgh can be understood with the help of micro andmacro environment analysis (Mathur, 2006). This will help the organization to know all thecustom, culture, tradition so that whenever travelers reach their, they will be aware of each andevery consequences.Micro environment analysis of Edinburgh Strength’sEdinburgh is having vast geographical area which comprises of hills, forest and mountains,different culture and religious people resides together, many historical monuments, efficienttransport facility Weakness:Lack in safety and security of travelers, lack in adequate infrastructure, lack of maintenance Opportunities:Increased privatization, excellent class of hotels and resorts, country takes go green initiative toprotect environment Threats:Terrorism, economic slowdown, effective promotion by other countriesMacro environment analysis of Edinburgh Political- City of Edinburgh Council governs issue of local administration such as housing, planning, localtransport, parks, local economic development and regeneration (Cant, 2009).Hotel industry is getting tremendous support from the government as with the help of them theyare giving innovative discount on hotels to attract more travelers. Government lacks with international representation to start a deal with neighboring cities.Economic: 2
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